Episcopal Relief & Development Honored for Outstanding Tagline

October 20, 2010

Episcopal Relief & Development’s tagline, “Healing a hurting world,” was rated best in the International, Foreign Affairs and National Security Organization category of the Getting Attention! 2010 Tagline Awards. The tagline was lauded for quickly highlighting the way in which the organization approaches its work, while motivating compassion and a desire to learn more. According to the competition’s winners’ page, “It’s straightforward but emotional, a proven combo for taglines that connect.”

Episcopal Relief & Development launched the “Healing a hurting world” tagline in 2008 as part of a larger branding exercise that also resulted in the current logo and helped refine the organization’s messaging around its core mission and values.

“We selected ‘Healing a hurting world’ because it was powerful, emotive and action-oriented,” said Malaika Kamunanwire, Senior Director for Marketing and Communications. “The word ‘healing’ emphasizes that we strive to empower transformation in the whole person, community and larger world. Also, Episcopal Relief & Development’s tagline is very connected to our logo, which demonstrates the international scope of our work.”

To develop the tagline, a core group of staff worked with consultants to review a list of words that came out of interviews and group meetings with supporters and friends. After four months of crafting, refining and consensus-building, a tagline was developed that emphasized the organization’s connection to its partners and the people it works with around the world. “In the end,” Kamunanwire said, “our ad hoc branding committee felt that ‘Healing a hurting world’ best conveyed Episcopal Relief & Development’s purpose and what our organization hopes to accomplish.”

Highlighting the importance of a good tagline is one of the goals of the Tagline Awards. The competition began after a survey indicated that 72% of respondent organizations had either no tagline at all or one that did not serve its purpose. “The winning taglines in the 2010 Getting Attention Nonprofit Tagline Awards showcase how powerfully taglines can work as a first step in organization or program branding, or as a highly-effective tool to lead a fundraising campaign, develop excitement around a special event, freshen up a nonprofit’s messaging, emphasize its commitment to its work and/or revive tired positioning,” said Nancy Schwartz, blogger at GettingAttention.org and President of Nancy Schwartz & Company.

The Tagline Awards are an annual event run by Getting Attention!, a blog that helps non-profits succeed through effective marketing. The 17 award winners were selected from 70 finalists, who in turn were drawn from the 2,700 nonprofit taglines submitted for the 2010 program. Over 6,100 survey responses determined the final results.

This year, the Tagline Awards were sponsored by Eventbrite, See3 Communications, Blackbaud and Event360.

To view the Tagline Award video, click here.

To support Episcopal Relief & Development’s work, please visit www.episcopalrelief.org or call 800.334.7626, ext. 5129. Gifts can be mailed to Episcopal Relief & Development, PO Box 7058, Merrifield, VA 22116-7058.

Episcopal Relief & Development is the international relief and development agency of the Episcopal Church of the United States and an independent 501(c)(3) organization. The agency takes its mandate from Jesus’ words found in Matthew 25. Its programs work towards achieving the Millennium Development Goals. Together with the worldwide Church and ecumenical partners, Episcopal Relief & Development rebuilds after disasters and empowers people by offering lasting solutions that fight poverty, hunger and disease, including HIV/AIDS and malaria.